Kids as Influencers - US - March 2016

Kids as Influencers - US - March 2016

35 million US households include children younger than 18. The majority are headed by a married couple. Parenting trends allow for kids to have significant influence on household decisions

Table of Content

Overview

What you need to know
Definition

Executive Summary

Figure 1: Households, by type, 2015
The issues
Simultaneously targeting kids and parents
With kids and teens increasingly reachable, relationship with brands under scrutiny
Parents worry about spoiling kids
Figure 2: Drawbacks to giving kids a say, November 2015
The opportunities
An influenced man: Millennial dads are an under-targeted, possibly lucrative group
Figure 3: Attitudes toward kids’ influence – Any agree, Millennial dads versus all parents, November 2015
A more democratic family structure means kids have more power than ever before
Figure 4: Relationship between kids and parents, November 2015
Increased diversity provides opportunity to expand marketing, develop new products
Kids’ reviews under-leveraged
What it means

The Market – What You Need to Know

Less than one third of US households include children
Kid and teen population stagnant overall, but increasingly diverse

American Families

Children younger than 18 present in 28% of US households
Figure 5: Households, by type, 2015
Share of households with children in decline
Figure 6: Households, by presence of own children, 2003-14
But there’s hope – 2014 signals the possibility of a baby bounce
Figure 7: Annual births and fertility rate, 2003-14*
Asian and Hispanic households most likely to include families, children
Asian families
Hispanic families
Figure 8: Households by type, by race/Hispanic origin of householder, 2013
Figure 9: Households with own children, by race and Hispanic origin of householder, 2013

American Kids and Teens

Population of kids and teens to remain relatively stagnant
Figure 10: Population <18, by age, 2010-20
With each generation, the US becomes increasingly diverse
Figure 11: Population of kids aged 6-11 and 12-17, by race or Hispanic origin, 2010-20
Majority of kids and teens reside with both parents
Figure 12: Household relationship and living arrangements of kids and teens, by age, 2013

Modern parents are closer with and likely more influenced by their children
Kids most influential on entertainment, snacks
Character merchandise may appeal to both parents and kids
Parents enjoy shopping with kids, may use time to impart lessons
Parents worry about spoiling kids

Relationship Between Kids and Parents

Does a closer parent-child relationship mean more influence?
Figure 14: Relationship between kids and parents, November 2015
Figure 15: Attitudes toward indulging kids, by gender and by generation, July 2014-September 2015
Spotlight: Aunts, uncles, and family friends
Gen X parents rebel against traditional parenting style
Figure 16: Relationship between kids and parents, by gender and generation, November 2015

How Often Parents Say “Yes”

Parents slightly more inclined to say “yes” than “no”
Figure 17: How often parents say “yes,” November 2015
Dads may be slightly more inclined to say “yes”
Figure 18: How often parents say “yes,” by gender, November 2015
Hispanics may be more likely to say “yes”
Figure 19: How often parents say “yes,” by Hispanic origin, November 2015

Where Kids Have Influence

Kids very influential when it comes to entertainment
Figure 20: Kids’ influence on purchases (excluding food and drink) and activities, November 2015
Moms, parents of older children, and Black parents tend to be more influenced by kids
Figure 21: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender, November 2015
Figure 22: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender and generation, November 2015
Figure 23: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015
Figure 24: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by race, November 2015
Kids more likely to influence snack time, less likely to influence dinnertime
Figure 25: Kids’ influence on food and drink purchases, November 2015
Moms, Gen Xers, and parents of older kids tend to be more influenced
Figure 26: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender, November 2015
Figure 27: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender and generation, November 2015
Figure 28: Kids’ influence on food and drink purchases – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015

Top five includes classic characters and new faces
In with the old . . .
And in with the new
Superhero genre includes both classics and newbies
Figure 31: Popular characters, November 2015
Millennial dads key target group for character merchandising
Figure 32: Popular characters – Netted for “parents like,” by gender and generation, November 2015
Millennial moms gravitate toward female characters, those with positive message
Figure 33: Popular characters – Netted for “parents like,” by gender and generation, November 2015
Multicultural characters resonate most with Black parents
Figure 34: Popular characters – Netted for “parents like,” by race, November 2015

Parents, Kids, and Shopping

Parents find it easier to justify spending on kids than on themselves
Figure 35: “Headache,” online video, November 2015
Figure 36: Kids and shopping, November 2015
Millennial dads key target group for kids’ influence
Figure 37: “#RealStrength,” online video, January 2015
Figure 38: Kids and shopping – Any agree, by gender and generation, November 2015
Older children more likely to request specific brands but younger children still absorb branding information
Figure 39: Kids and shopping – Any agree, by age of children – Exclusive age groups, November 2015
Shopping is a family affair for Hispanics
Figure 40: Kids and shopping – Any agree, by Hispanic origin, November 2015

Perks to Giving Kids a Say

Parents may view shopping as a teaching opportunity
Figure 41: Perks to giving kids a say, November 2015
Dads view buying things for kids as a way to bond, encourage good behavior
Figure 42: Perks to giving kids a say – Any agree, by gender, November 2015
Millennial dads feel kids keep them on top of trends
Figure 43: Perks to giving kids a say – Any agree, by gender and generation, November 2015
Hispanics likely shop as a family to teach lessons, strengthen bonds
Figure 44: Perks to giving kids a say – Any agree, by Hispanic origin, November 2015

Drawbacks to Giving Kids a Say

Worries about spoiling kids may make parents hesitant to allow them influence
Figure 45: Drawbacks to giving kids a say, November 2015
Millennial dads may worry about kids becoming too entitled
Figure 46: Drawbacks to giving kids a say – Any agree, by gender and generation, November 2015
The terrible . . . 6-11s?
Figure 47: Drawbacks to giving kids a say – Any agree, by age of children – Exclusive age groups, November 2015
Black and Asian parenting styles emphasize balancing “yes” and “no”
Figure 48: Drawbacks to giving kids a say – Any agree, by race and Hispanic origin, November 2015